The Value Of Testing Website Usability & Search Engine Performance

For one day during the holiday shopping period in December, customers could not use a well-known retail giant’s website. Heads rolled. Jobs were on the line. Searchers were puzzled. How is it possible, you may wonder, that a website representing a popular brand could experience a day of lost sales during the busiest shopping time of the year? What did they lose, in addition to customer trust and revenue loss? Consider what they did to become that famous brand. Most likely, they have a marketing company that handles everything from print advertising, PPC, sponsorships, social media marketing and organic on-page search engine optimization. They’re also more than likely to have user interface engineers hired to design attractive websites and programmers assigned to scripting and coding interactive forms, applications and pages. Were the individuals in each of these areas test...

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